https://www.drift.com/blog/bringing-branding-back/

“1. Your brand isn’t your logo.”

“Your brand consists of the overall experience people have while interacting with your company and your product. It isn’t one distinct thing, it’s all of the things, working in unison.”

“2. Content is a part of the brand experience. (So make it count.)”

“when the voice, tone, and underlying message of that content is notably different from (or at odds with) what other teams at your company are doing and saying, it’s a bad experience.”

“So instead of thinking of content as this short-term traffic game you’re trying to win every week, or month, or quarter, or whatever, take David Ogilvy’s advice and strive for a “sharply defined image” that you can develop gradually.”

“In the long run, the manufacturer who dedicates his advertising to building the most sharply defined image for his product gets the largest share of the market. The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off his advertising dollars for short-term promotions.”

“3. Your product is your most valuable branding asset.”

“And by “product” I also mean the support reps and product managers and designers who work with customers and help make the product experience as enjoyable and productive as possible.”

“Here’s how Idris Mootee, CEO at Idea Couture, explains how product and branding are intertwined.”

““As a brand marketer, your job is to construct, maintain, and communicate identity and social meanings to others.””

“Instead of thinking about how many views this next piece of content is going to get, I’m focused on how this next piece of content is going to represent the company, and how it’s going to help customers and potential customers have a better experience.”

“At the end of the day, a brand is an emotional thing. If you’re trying to build a brand based solely on quantitative data, you’re missing out on a world of qualitative insights.”

“Branding is the differentiator. So if the marketing tactics you’re currently using aren’t helping you build a better, stronger brand, it might be time to rethink your approach.”